Finally, companies are beginning to assume that Branding is beginning to fulfill a transformative mission. Branding is very powerful because it goes beyond the creation or construction of brands; It’s about who we are It’s about people. Companies are people, brands are people, customers are people and, “who does not understand people, does not understand…
DetailsOne of the things that I value the most about my work is the possibility of working with people who inspire me. Recently, in a face-to-face with one of those people, she told me something that stuck with me, “the pandemic has left hearts cold.” The confinements, the physical distances, the social distancing, the loneliness…
DetailsThe human being is a sum of contradictions and ironies. While his plan to colonize Mars is consolidating, on Earth some 4,000 children under the age of five die every day due to lack of clean water and adequate sanitation, according to UNICEF. However, we inhabit a planet with 70 percent of its surface covered…
DetailsI was recently invited to give lectures on Industry 5.0 and Tourism 5.0. I must confess that I had to study hard to catch up with this new world 5.0. As a result, I have been reflecting on how Branding should respond to this new social dimension and this is how this post was born:…
DetailsMany retailers are being too slow to reinvent themselves in the age of omnichannel. We tend to overestimate the effect of a technology in the short term and underestimate its impact in the long term. This undoubtedly demonstrates the case of retailers and their attitude towards the Internet. After a panic attack at the turn…
DetailsDuring the Covid-19 pandemic, online became a fundamental channel for retailers. Even as overall retail spending declined, e-commerce sales grew from the prior year. The impressive results may overshadow that e-commerce still accounts for only a small percentage of total retail sales – for example, in the US, the figure is as low as 14.5%,…
DetailsThe European Super League has just been announced and has already caused an earthquake in the world of football. Florentino Pérez is 74 years old, he runs one of the most powerful companies in the world in his industry, he is the President of the most successful club in the world, he is a multimillionaire,…
DetailsAccording to the United Nations, in 1950, one in three people lived in urban areas. The institution calculates that today, more than half of the population lives in cities, and that in 2030, this figure will rise to 60% and in 2050, it could represent up to 75%. The quantitative leap is immense: at the…
DetailsOn March 4, 2014, the book «Brandoffon. The Branding of the Future », was released. This March 4, 2021, it celebrates the first seven years of life. The biggest reward: the generosity of people, like you. In March of that same year, the world launch of Brandoffon was held in the Aula Magna of IE…
DetailsWe no longer work from sunrise to sunset but from zoom to zoom. We wake up looking at our cell phone and we go to sleep looking at our cell phone. And between one and the other we spend between 8 and 12 hours in front of a screen. Postmodern work was supposed to be…
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